Having the fortune of interacting day in and day out with marketers and discussing eCommerce strategies; there is one common thing we do, rearrange the structure to avoid unnecessary spending.
Let me break down some of it here:
1. Exclusion is the key – Restructuring the campaign
A small story— when we analyze the user journey from the first click to the last conversion, we often see the user clicking all the top funnel, mid-funnel, and DPA campaigns to make a purchase.
Due to overlapping audience targeting, the CPC increases as the user clicks across the campaigns.
A quick way to avoid the audience overlapping:
| Campaign / Funnel | Description | Exclusion |
ToFu Campaign Setup | ||
| ToFu campaign | Top funnel campaigns are the new traffic acquisition campaigns. Hence we excluded all the custom audiences to avoid audience overlap. | Added all MoFu audiences/custom audiences/ social media engagement audiences on the exclusions for the top-funnel campaigns |
MoFu Campaign Setup – broken down into adset level | ||
| Adset A | Custom audiences for product-viewed not purchased in the last 180 days were utilized for mid-funnel activation. | Adset B audiences i.e. social media engagement audience |
| Adset B | This adset focuses on social media engagement audience; like watched a video and post interactions | Adset A audiences i.e. website retargeting audience |
BoFu Campaign Setup | ||
| BoFu | The last 14 days added to cart and view-content audiences were targeted for bottom-funnel campaigns. | No exclusion for this campaign as the MoF and ToF audiences are feeding this campaign |
2. If your business is for impulse buyers, then don’t retarget immediately
If you have a product that has impulse buying in nature, the ideal way is to not retarget the users immediately after they visit the site.
This is to acquire the user by free hit.
Begin the retargeting campaigns for these users approximately 7 days later or whatever is suitable for your business.
3. Cost cap for a reason
Cost-Cap is a beautiful way to control the spend and structure the campaign so that we spend the right amount for acquiring each user at each stage of the buying funnel/journey.
As we are engaging with the prospects at the multiple stages of the buying journey in nurturing, rewarming, and win-back campaigns – they arrive at the sensible cost cap at each funnel.
| Cost Cap | Funnel | Reason |
| No cost cap | ToF | No cost cap for ToF campaigns, as the first acquisition of the persona needs traffic to enter the funnel for multiple nurturing. |
| 30% higher than the CPP goal | MoF | Introduced the cost cap as the prospect is aware of the brand and value; now the job is to nurture and capture the mindshare with multiple values and benefits. |
| Closer to the CPP goal | BoF | For BoF, we introduced the desired CPP goal as the cost cap. Nurturing and value sharing are done. |
I hope this was helpful; please let us know what you think. If you want to discuss implementing these strategies, we’re happy to discuss more relevant use cases for your business. Get in touch.
